Market Intelligence: iFood and Tinder create in-app store and play with ‘take cake’ on Singles Day

iFood and Tinder came together on the week of Singles Day, celebrated this Monday (15) to create the Tinder Bakery. So people can “take a cake” until August 19 with this temporary restaurant available on the delivery app.

The action with the bento cakes, instagrammable cookies that carry funny messages and memes, makes a joke with the traditional expression of when someone has an appointment unmarked.

Those who buy the candy for R$ 9.99, with options in the Ninho milk or brigadeiro flavor, still have a Tinder Gold subscription, with extra access to the dating app. Cakes can be personalized with phrases such as “This is the cake I like”, “This is the cake I want”, “From: me, To: me” and “Send cake now?”.

According to the companies, there will be 54 participating stores in 13 cities: São Paulo (SP), Rio de Janeiro (RJ), Curitiba (PR), Maceió (AL), Manaus (AM), Salvador (BA), Fortaleza (CE) ), Belém (PA), Recife (PE), Belo Horizonte (MG), Betim (MG), Contagem (MG) and Natal (RN).

“iFood has innovation and a passion for food in its DNA. Original kitchens combine the best of our universe with that of entertainment through partnership with other iconic brands”, says Amanda Ferreira, brand innovation manager at iFood.

For the executive, the expected result is a lot of conversation on social networks, spikes in traffic on the app and an even more emotional relationship between customers and the platform.

“This partnership will not only allow participants to enjoy this delicious bento cake trend, it will also give them the chance to try Tinder Gold and unlock features that will only improve their journey to find a match”, says Luiza Boller, development manager for Tinder business and partnerships.